Brand Narrative
Moving our bodies, moves our mood. It’s all about the feeling.
At Snap Fitness, we’re on a mission to help people create positive lifestyle habits that make them feel fantastic.
We’re a friendly, encouraging team that’s all about ‘you can do this’, not ‘must push harder’. No unachievable goals or grueling challenges you’ll never complete. We help you start small, support every step and reward you on the way.
Our gyms are vibrant places you actually want to spend time in. You’ll find a welcoming atmosphere, easy to use equipment and clear guidance. Our caring team and other members look out for you, helping you lift weights and leave feeling lifted.
Always open, we make fitting in fitness simple. Work out in our gyms, outside, at home... it all counts. We do the hard work of tracking your progress – wherever and however you do it – take the hassle out of eating well, and provide you the tips and tools to keep your mind purposeful and positive.
We make feeling good an everyday part of your life.
Logo Intro
Our logo is the most effective tool we have to communicate our brand. Use it consistently to help build awareness and recognition of the Snap Fitness brand.
The Snap Fitness trademark does not allow any part of the Snap Fitness logo to be altered and/or combined with any other words or marks. The Snap Fitness logo must be used in its entirety. The long, in-line logo is our preferred logo and should be used primarily.
Download the logos below!
Inline Logo
Logo Colours
The white logo may be used on a red and or black background, when it is necessary. Avoid using the Snap Fitness logo in black or greyscale, outside of membership paperwork provided by Lift Brands.
Inline Logo
Logo Misuse
Inline Logo
Sizing
The Snap Fitness logo should always have space around it to help it stand out – this is known as the clear zone. This example illustrates the correct clear zone, where no other graphic or page edge can encroach on it.
To determine the clear zone for the Snap Fitness logo, take the ‘X’ distance, which is the width of the base of the "n", in 'snap'. Apply that distance all the way around the logo.
To ensure the logo stays legible and recognizable, the minimum logo size should never be less than 1.5 inches.
Inline Logo
Positioning
Our logo can be positioned on the top left, top right, bottom center or center.
Use 2x ‘n’ widths at the same size as it appears in the logo to guide consistent logo positioning as shown.
Stacked Logo
Logo Misuse
Stacked Logo
Sizing
The Snap Fitness logo should always have space around it to help it stand out – this is known as the clear zone. The example illustrates the correct clear zone where no other graphic or page edge can encroach on it.
To determine the clear zone for the Snap Fitness logo, take the ‘X’ distance, which is the width of the base of the "n", in 'snap'. Apply that distance all the way around the logo.
To ensure that the logo stays legible and recognizable, the minimum logo size should never be less than 1.5 inches.
Stacked Logo
Positioning
Only use the stacked logo when horizontal space is limited.
Our stacked logo can be positioned on the top left, top right, bottom center or center.
Use 2x ‘n’ widths at the same size as it appears in the logo to guide consistent logo positioning as shown.
Regional Logos
Template
Our regional logo templates have been created to accomodate most city names up to 14 characters.
For long city names the text size can be reduced to fit within the margin, which is defined by the last ‘s’ of ‘fitness’.
No text should go past the yellow cut-off line.
Color Palette
Accurate color reproduction is one of the most important ways to achieve a consistent brand identity. Use the following guide for where to use which color type:
-
RGB or HEX
Use on digital assets for screens and the web
-
CMYK
Use for print, a 4-color magazine or billboard
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Pantone® colors (PMS)
Use primarily, when possible
Primary Colors
The hierarchyhere should be used to reflect the approximate color usage of the Snap Fitness color palette.
The primary color should always be Snap Red, followed by the dark gray, light gray and dark red.
Snap Red
Dark Gray
Light Gray
Dark Red
Secondary Colors
Secondary colors should be used sparingly and as follows: for sub-heaadings, subsequent carousel pages on social, social blog title tags, or as a small pop of color within an overall designed piece.
Orange
Yellow
Typography
Snap Fitness Font: Poppins
Our brand typefaces are from the Poppins font family. It’s available in a range of weights from Light up to Extra Bold and the whole family can be used to create rhythm and hierarchy across our communications.
As a guide we use Poppins Bold for most headlines and sub-headlines, and poppins light or regular for body text. Large creative hero headlines are all lowercase only when used on imagery. Smaller or functional headlines should be title case. All-caps can also be used for sub-headings for differentiation.
Header 1:
for the feeling
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Header 2:
For The Feeling
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Header 3:
With You Every Step of The Way
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HEADER 4:
WITH YOU EVERY STEP OF THE WAY
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Body:
Moving our bodies, moves our mood. It’s all about the feeling.
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Typography Examples
Typography in Use
Logo Colors Typography Imagery/ Video Social Media Tone of Voice Application Examples
Imagery
Use photos that show off members working out in the gym and enjoying themselves, as well as featuring gym offerings and people having fun!
Photo subjects can be exercising, stretching, relaxing, sharing a high-five, or generally enjoying movement. Images should be colorful and inclusive.
All fitness is valid fitness, which means photos can include lifestyle imagery, including people’s lives at home, activities outside, and interactions with friends and family.
To download photos, go to Digital Stack image library.
Imagery In Use
Angled Keyline
The Angled Keyline is used to add interest to images, but can also be used to lead the eye and to aid typography.
Angled Keyline In Use
Combine with typography or imagery to help bring our brand style to life.
Video
Models
- Shirts on
- Range of ethnicities (as appropriate for your country's demographic)
- Big smiles
- Range of body types
- Focus on feelings and movement rather than body parts and physique
Font
- Follow typography rules shared here
- Sizes proportional to the video
- Text coloration
- Red text on white/ light grey background
- White text on red/ dark background
- Example to the right
- No shadow behind text
Graphics
- Ray of light usage
- Animation
- Use the red line to reveal information by animating it to move left to right.
- Animate the ray of light to move top to bottom.
Sound
When adding music to videos, the music should be upbeat with no vocals.
Download a folder of approved songs below.
Closing slides
Use the logo animation clip at the end of all videos
Download the video options below.
Logo Colors Typography Imagery/ Video Social Media Tone of Voice Application Examples
Social Media
Template Frame
– Use the framework shown to make sure elements are positioned correctly and posts with a border are always consistent
– The 115px margin is always used for social posts featuring a large border. These are predominantly white but can also be Snap Red
– The 115px margin should also be observed for any other graphic shapes or messaging devices that are introduced in future
– Inner margin is 60px used only for headline text positioning
Images with Messaging
Rules:
- Mainly edited imagery is used, where the background is removed
- Full solid background colours should be at 35% opacity
- 45mm border posts for either solid 100% opacity colour or to insert an image
- Logo should either be centered or top left
Full Bleed Imagery
Rules:
- Minimal text should be used over full bleed images, if any at all
– Some posts can have a subtle ‘ray of light’ image treatment in the corner (use sparingly)
– Try to use bright, uplifting, member-focused imagery
Specific Category Posts
Rules:
– Choose full bleed imagery that allows space at the bottom of the image
– The headline and vertical height of the overlay box can be adjusted as shown but don’t change the overall style or position
Typographic Posts
Rules:
- 100% opacity color only to be used for the text
- If a solid background color is used, it should be at 35% opacity
- Logo should either be centered or top left
- Center main quotes and use the logo with these posts
- Heading 1 in bold and hashtags in medium
Member of The Month
Rules:
- Still keep to the 45mm border frame
- Try to have as little text as possible
- Do not include bio information on the post to reduce noise on the feed. Include this information in the caption instead
- Logo in the ray of light
Staff and Trainer Posts
Rules:
– Use the 115px frame
– Red frame for Trainers and instructors
– Grey frame for Managers and staff
– Text is centered above and below
Instagram Highlights
Highlight Rules:
- Each icon uses the Snap Fitness brand colors at 100% opacity
- White icons are used within the circle
Logo Colors Typography Imagery/ Video Social Media Tone of Voice Application Examples
Tone Of Voice
Put simply, tone of voice is how you speak and how you choose to make yourself understood. We all make assumptions about someone based on the way they say things, and the same goes for brands. Every brand has its own voice that reflects its values and the way it behaves.
Tone of voice is how we say what we say. It’s the attitude and personality we express in the words we use. Our tone of voice lets us talk to a broad range of people about different subjects while reinforcing who we are. What you say, on the other hand, is commonly called messaging.
Our Tone Of Voice
At Snap Fitness, we’re all about the feeling. We support our members in getting active and feeling fantastic. Our tone of voice is all about helpful, friendly encouragement with a sprinkling of playfulness that creates enjoyable and engaging interactions.
The Snap Fitness tone of voice is consistent globally, and the guidance that follows should be used when interacting with our members around the world. For guidance on how we adjust our tone when talking to franchisees, please see the end of this document.
Good Mood Messaging
the power of positivity
lift your mood
feel good fitness
exercise your smile
move your mood
good vibes only
people power
dont sweat it
find that feeling
share your goals
Our Personality Principles
We want every member of the Snap Fitness team to bring their own unique flare to how they work and interact with customers. This guidance will help you inject a bit of the Snap tone into your daily dealings with members.
Super Supportive :
Whether it’s a member in the gym or a franchisee, we’re invested in people. We want to help them achieve their goals, support them when it gets tough, and make them feel good along the way.
- Be welcoming
- Think "friend"
- Give a boost of encouragement
- No achievement is too small, celebrate them all!
- Care more about mood than looks
- Support those who don’t look like they need it
Simply Straightforward:
We put a lot of thought into making things simple, especially when it comes to member experience.
- Keep copy lean
- Be helpful
- Cut the lingo
Playfully Positive:
We’re all about building good moods and leaving people feeling better than when they walked through the door or read our content. By being playful with language, we might raise a smile, or better, a laugh
- Turn well known fitness quotes on their head
- Stick to what we’re for, not what we’re against
- It’s ok to be a little cheesy, as long as it’s obviously intentional
- Bring the energy
Logo Colors Typography Imagery/ Video Social Media Tone of Voice Application Examples
Application Examples
The following sections show examples of how we can use the basic building blocks of our identity to create engaging communications that all feel like they belong in our brand world.
The aim is to have a flexible identity that can adapt easily to all of our channels and communication needs at both brand, regional and club level, while at the same time maintaining consistency of the core elements.
Brand Communications
Campaigns
Global Social
